Brand X Factor

October 11, 2011

With the live shows now started, X Factor is well and truly back!

A new judging panel this year means things are a bit different. But, hold on, are they? At the audition stage, we still had the good, the bad and the ugly. The sob stories remain. And Louis continues to make some shocking decisions (Kitty? Really??) Even the Welsh woman with the handbag came back this year for another shocking display of her vocal talent – or lack thereof.

With Gary having taken on the role of Simon, it seems the X Factor formula which works so well has been cemented. And now with X Factor USA on our screens, the show is hard to avoid. But is it too much? I have one friend who literally can’t cope with the sob stories, and insists on hitting mute when they come on. Is this a growing trend? Does X Factor need more of a makeover?

Well, as they say, if it ain’t broke, don’t fix it. In the 1980’s, Pepsi introduced the ‘Pepsi Challenge’ with many consumers preferring the taste of Pepsi to Coke. Coke reacted by introducing ‘New Coke’, replacing the old recipe with a new one. Coke’s CEO described this as ‘the boldest single marketing move in the history of the consumer goods business’. Unfortunately, it also proved to be a disastrous decision, with Coke going against the brand values of authenticity and tradition. Millions of fans claimed the new formula tasted like furniture polish and sewer water.

This year, X Factor contestants are set to star in the M&S Christmas TV ad. The deal is worth millions, and the ad will feature contestants singing a contemporary version of ‘When You Wish Upon a Star’. For now, at least, it seems the X Factor success story is set to continue. Sob stories included.